How does Baidu’s latest algorithm update affect SEO?

Someone asked me what is the latest “small”? About the Baidu update on September 27. The only thing I can tell him is the black hat link spammer who first saw it.

Does this mean that recent updates are related to spam links? maybe not.

Black hats tend to build websites that are basically collections of landing pages based on shopping keywords. So it might be an update related to the content. This can be a lot of things.

If you plan to put money into it, the most reliable bet is the possibility of relevance.

What kind of spam Baidu is concerned about “positioning”? In my opinion, it is rare to capture the improvements that Baidu may actually produce. So let’s consider what Baidu might be targeting.

A better focus is trying to understand how Baidu ranks websites.

Baidu’s AI algorithm
Baidu’s latest algorithm is doing very well.

In my opinion, the latest changes in algorithms require re-evaluating common SEO practices, such as focusing on title tags and title elements.

As you will see below, Baidu goes beyond matching title tags and title elements to search for queries.

If you want to consider something, consider how the author’s intent on the content page relates to the intent of the searcher to make a query.

The shopping site should contain the words store, purchase and comparison. Information sites should not normally be. These are signals of the author’s intention and may not be sufficient for discussion.

What is the August 2018 update?
Baidu update in August 2011 was called Medic by some people in the SEO industry, because anecdotal evidence indicates that Baidu is “positioned”. Medical site.

but it is not the truth.

In a webmaster hangout, Baidu’s John Mueller explicitly deleted the idea of ​​a medical update with the following comments:

“ Our update … around August 1st, more general ranking updates. Like us. So it is not for medical websites. This may affect his heart; any website there. ”

I refuse to call the August update “Medic.” Because I know that Baidu updates don’t tend to “goals.” Specific industry.

As you can see from Mueller’s comments, the August update is “General Ranking Update.” & rdquo; When we talk about rankings, we are really talking about relevance.

What the search engine does is “ranking.” Related website.

Mueller followed up with the following comments:

“And in general, it’s not that we have any specific guidance to say, this is where you need to change. This is actually just a part of the normal changes we make on the overall network. ”

Neural matching algorithm
I wrote an article about Baidu’s neural matching algorithm, an AI algorithm involving about 30% of search queries.

That article refers to various research papers to understand how this algorithm works. In short, the goal of this algorithm is to gain insight into what users mean when they do a search query and what the content page means. Then put the two together without using the link.

I am not saying that Baidu is a ranking website with no links. The link may still work, as shown in the algorithm research paper. According to algorithm research, this algorithm starts to work after the sorting algorithm works.

Comparison of sorting algorithms
Comparing Baidu to Bing can help reveal what one or the other is doing. It gives you insight into how to complete the ranking.

An interesting example is the fishing bait called DR Minnow. It has been discontinued for several years but has recently resumed production.

Some eBay sellers mistakenly called it Dr. Minnow. DR is a naming convention that is not related to doctors. People mistake DR for being a doctor, so let’s find out if AI is doing the same.

A Baidu search “DR Minnow” shows about 20 results about the fishing bait, and the Yamato website is at the top of the search results. This makes sense because the user who enters the phrase may prefer information about the bait, so the manufacturer page belongs to the top.

However, Bing displays the fishing-related results in the first four positions and then starts the keyword matching page. The DR part does stumble over Bing because Bing believes that DR is related to a certain street. Therefore, it shows the Zillow result of the house on Minnow Drive.

The bait manufacturer is not the best result of Bing. Bing also showed the results for the doctor.

Bing seems to be basically “guessing.” DR means Drive or Doctor. What is very noteworthy about the results of Baidu is that they are convinced that the term DR Minnow is about fishing baits and is just a fishing bait.

Now here is a demonstration of an example I think is a neural match: Search: “ Where to get a dr minnow. ”

If I type “where to buy dr minnow”, the intention is clear. A normal person understands “get”. It means “buy” something. Can the AI ​​algorithm understand?

In fact, Baidu does understand “get it.” In this case, it is the same as “purchase”. This may be what Danny Sullivan refers to when referring to “super synonyms.” ”

Search results start with a shopping site, then the manufacturer, some videos talk about bait, and then more shopping sites.

Bing failed because it didn’t understand the word “GET”. It is synonymous with “purchase.” In the context of looking for “DR Minnow”, Baidu clearly understands it as a fishing bait.

Author’s intention
No algorithm refers to the author’s intention or use of the phrase. But I think it is a useful phrase to understand what Baidu is doing.

The concept of Author Intent can help us understand the reasons for “medical”. Websites about natural healing may no longer rank medical phrases. This may be because Baidu better understands “natural” and “natural”. Strictly speaking, the solution is not a medical solution, and vitamins are not pharmaceutical-grade drugs.

This may be why the so-called “medical” and “rdquo; the site seems to have been “positioned.”

They are not targeted. And it’s not because they are medical. This is more likely because Baidu’s AI can better understand the author’s intention that the page is not about “medical.” The solution, regardless of the keywords in the title tag and title element.